Segment Overlap Use Case Template

The segment overlap use case helps providers and consumers understand shared audience segments. Consumers can identify overlaps with specific audience segments in the provider database. Providers can demonstrate the value of their audience data. Both parties can plan co-marketing efforts and refine their targeting strategies without exposing raw data.

The segment overlap use case template contains these parameters.

Parameter	Value
Party Contributing Data	Both
Required Attributes	Segment Name, Individual ID, Hashed Email Address, or Contact Point
Optional Attributes	Segment Parent Category
Query Type	Count Overlap by Segment
Query Run By	Consumer
Result Type	Aggregated Counts
Aggregation Threshold	Minimum 100 matched individuals
Result Received By	Consumer
Results Stored In	Output DMO on the Consumer’s Side
Privacy Measures	Private Join, Query Limits, Aggregation Threshold

For example, a sports gear company (Consumer A) is collaborating with a TV network (Provider B) to understand viewership data for certain sports tournaments. Consumer A wants to run the segment overlap query on these user segments.

• Football fans
• Basketball fans
• Cricket fans

For each segment, Consumer A brings these mandatory attributes into the clean room: segment ID, individual ID (member ID), and email address. The email address, which is hashed to protect privacy, is used as the primary key.

Provider B associates the same attributes for its user segments for the sporting events that it broadcasts. Consumer A runs the segment overlap query for each of its segments against the provider's segments to find out which audience has the most overlap.

Here are the results when Consumer A runs the query on the football fans segment. The report shows that Provider B’s “Behind-the-scenes followers’” segment has the highest overlap with Consumer A’s football fans segment.

Parent Category	Provider Segment Name	Overlap Count	Provider Segment Size	Overlap Rate
Viewer Behavior	Behind-the-scenes followers	45,200	248,000	18.2%
Streaming Genre	Sports and action	39,850	172,000	16.1%
Demographics	Adults 35–54 with kids	33,300	198,000	13.4%
Purchase Intent	Sports merchandise buyers	30,125	124,000	12.1%
Viewer Behavior	Morning news routine viewers	28,770	102,000	11.6%
Platform Preference	Mobile app	26,310	145,000	10.6%
Lifestyle	Upscale urban professionals	24,480	85,000	9.8%

The overlap scores are aggregated for each segment to preserve privacy. The generated reports are stored in an output DMO. If Consumer A collaborates with other providers on the same use case within the same data space, all the reports are stored in the same output DMO.